United Fifty

When work gets to be a bit much, its time for a game of "Medicine Ball Madness" as business partners Troy and Josh Rodarmel, Ryan Van Rensselaer, Frankie Cendejas and Jeff Lurner let themselves into the workout studio next door to balance on large squishy balls and throw a medicine ball around. If you can't catch and throw it without falling off, you're out.

"We play it every day for sure," said Troy Rodarmel, 38, of Capistrano Beach. "It's how we let off steam."

The partners have been working together for years on many different projects. Right now they have four projects, all as different as they are.

The latest is a San Clemente-based men's clothing line called United Fifty – after the 50 states – that fuses the world of hot rods and motorcycles with surfing and the beach. The line, created by San Juan Capistrano artist Brian Bent, is on T-shirts and caps, with a plan to branch out to jeans and jackets.

Bent, who silkscreens the shirts and even does some sewing, said the line is big in Japan and gaining traction in Europe. It also can be found at Thalia Surf Shop in Laguna Beach. Items range from $20 to $100.

"We all have different skills and things we do," said Lurner, 57, the group's lawyer. "So, anyone of us will find a product or an idea and bring it into the group, we'll all look at it and see if we can make it into something."

Lurner, of Capistrano Beach, said he is essentially retired but that this enables him to keep busy and be around his friends.

Usually a project starts with Troy Rodarmel. He identifies a market for a product, gives it direction and gets into the who, why and what to see if it has what he calls "legs." The group is putting to market a cell phone case with a loop handle so you can carry the phone while running and use it with one hand to text or take photos. It's called Grip Flik and will be priced at about $20.

New products next move on to Van Rensselaer, 41, of San Juan Capistrano, who will research to see if there are other products like it out there, then find a market and figure out how to create a buzz for it. In the finishing stages is a product that will take ordinary tap water and make it less acidic. The AlkaWell looks like a metal beverage container with a filter in the lid. After filling it and sealing the lid, you shake it for about 20 seconds and end up with an ideal PH balance. The AlkaWell will sell for less than $50.

Josh Rodarmel, 29, of Dana Point finds loose ends no one else is thinking about. The group is in the last stages of government approval for a washable towel with chemical fibers woven in that can kill bacteria such as MRSA and other staph infections. Rodarmel said he has been keeping some professional athletes and sports teams updated so they can get the product when it comes out. The towel doesn't have a name yet; it will be priced at less than $50.

Frankie Cendejas, 49, of Dana Point is the boots on the ground for the group, taking products to show to potential buyers. He has been hitting the health and fitness industries showing the Grip Flik and getting feedback.

4 QUESTIONS WITH UNITED FIFTY TEAM

Q. What is the best thing about owning your business?

A. I like the freedom and the creation aspect of it. It's taking something from nothing and turning it into something. – Troy Rodarmel

Our group is close. We all have the same family values, so we all get along and we're unique. It's always different – Ryan Van Rensselaer

Q. What has been the biggest challenge in starting your business?

A. Finding the capital with no sales. So far it's all been self-funded. We're always looking for someone. – Troy Rodarmel

Q. What advice do you have for anyone starting a business?

A. You have to find people you can trust but also people you like and can get along with. – Jeff Lurner

Q. What consumer trends do you see?

A. It's always how people can improve the life, so in health and fitness, it's whatever it is to give them an edge or help in their recovery. The Grip Flik helps runners hold their phone securely and they can run relaxed – so it's always about improvement. – Frankie Cendejas

Partners in the United Fifty clothing line are, from left, Ryan Van Rensselaer, Jeff Lurner (with his dog Bailey), Troy Rodarmel, Josh Rodarmel, Brian Bent and Frankie Cendejas. DAVID BRO, FOR THE REGISTER
Ryan Van Rensselaer holds cell phone cases that he and his business partners call Grip Flik. The loop handle lets you hold your phone with one hand and text or take pictures. It will be priced at about $20. DAVID BRO, FOR THE REGISTER
AlkaWell has a filter so that when it's filled with tap water and shaken for about 20 seconds, it shifts the water's PH balance to make it less acidic. DAVID BRO, FOR THE REGISTER
San Juan Capistrano resident Brian Bent is the artist behind United Fifty, a clothing line that fuses the worlds of vintage hot rods and surfing. DAVID BRO, FOR THE REGISTER
United Fifty's tagline is "American Built Apparel." DAVID BRO, FOR THE REGISTER
Artist Brian Bent silkscreens the United Fifty logo on every shirt and cap. DAVID BRO, FOR THE REGISTER
One of United Fifty creator Brian Bent's other works is this painting of Abraham Lincoln with a red, white and blue background. DAVID BRO, FOR THE REGISTER

1 of

User Agreement

Keep it civil and stay on topic. No profanity, vulgarity, racial
slurs or personal attacks. People who harass others or joke about
tragedies will be blocked. By posting your comment, you agree to
allow Orange County Register Communications, Inc. the right to
republish your name and comment in additional Register publications
without any notification or payment.